2. Don’t be a ‘Swiss Army Knife’

In the case of initial mobile strategies, less is more.

When first formulating your product, only include core features and keep the purpose of the product clear for users. This strategy allows you to collect real user data that will inform future, expensive versions.

Once these requirements are agreed upon, ensure they remain as your focus. ‘Swiss army knife’ approaches can fail easily when trying to branch out and take on too much. Your prototype should be customer-focused, and have strong objectives that reflect their needs.

What’s the minimum solution you can build that solves the customer problem?

3. Think like your target user

As you would when rolling out any new product or process, think like the target end-user.

Why would your target users engage with your app?

How will you keep them engaged?

How will you measure their engagement?

How will you solicit their feedback?

DON’T assume you know your users – Test everything.

The better you get to know your target users and the more effort you make to give them exactly what they want, the more engaged they will be and so the more users you will have.

4. Rome wasn’t built in a day

It’s important that you set realistic expectations for how and when this mobile strategy will impact your business in a noticeable way.

Your prototype won’t be perfect, and that’s ok!

By giving yourself the opportunity to expose limitations, you leave the door open for future improvement. Save the big marketing budget for V2 or V3 release.

Keep your focus on the core features and let your users assist with the rest – you’ll get more objective, valuable insights for improvement than you would brainstorming in an office!

5. Good communication is key

Poor communication derails even the most sophisticated and seemingly simple mobile strategies.

Appoint 1 internal person as Project Manager.

Your internal person responsible for the project should completely understand all the business objectives for the project and be up to date with the development progress.

Their role will be to consolidate all the varying internal requirements and feedback into a single direction/instruction for your developer.

Identify & inform all your key stakeholders.

All client-side individuals or departments with an invested interest in the project outcomes need to be identified and understand what will be required of them.

This concerns issues like timeliness and accuracy of feedback.

Ensure all key stakeholders understand the test plan.

Stakeholders need to be instructed on how to test the beta versions of the app and how to tabulate their feedback.

The best method is to create an internal strategy for a fast and accurate feedback response so that the project is not delayed.

DON’T leave understanding your system to the end.

This can cause serious issues if changes need to be made at the last minute. It will extend release dates and add cost to the project.

6. Trust your Development Partner/Team

When you engage a development partner, they rely on your experience in your industry and with your customers (or staff), to be able to define the problem the app will be solving.

This means that you have the background knowledge when the developer suggest solutions – you are the ‘Subject Matter Expert’.

Your development partner is the technical expert.

Your developer understands how to develop a mobile solution that will engage your target users. This is especially important to understand when it comes to UX, UI and Technical solutions.

DON’T micro-manage the design & development process.

It will usually lead to extended timelines, additional cost and a less-than-optimal product. Transparent collaboration will always net the best results.

Following these 6 key principles will place you in good stead to deliver a high-impact mobile strategy on time and on budget.

Graham McCorkill

Graham is the Co-Founder and Managing Director of Buzinga. With over 25 years of business development and project management experience, Graham’s passion for utilising mobile technology to help grow successful business is evident in every project he is involved with.